Co‐branding as a new competitive weapon

Abstract

Declares co‐branding (the bringing together of two or more independent brand names in support of a new product, service or venture) is seen as a legitimate development of branding. States co‐branding can bring enormous competitive advantages to the partners involved. Stresses co‐branding needs active management to achieve the desired exchange of values and reputation between brands. Foresees plenty of scope for future growth and development, as brands will play a huge role in the rapid decision‐making process.

Citation

Kippenberger, T. (2000), "Co‐branding as a new competitive weapon", The Antidote, Vol. 5 No. 6, pp. 12-15. https://doi.org/10.1108/EUM0000000006863